Apes
Visual Identity and Launching Strategy
Developed the visual identity for Apes, a streetwear clothing brand targeting urban youth involved in BMX biking, graffiti, and skateboarding. The aim was to capture the dynamic and rebellious spirit of its target audience, creating a memorable and impactful brand presence.
Visual Identity
Designed a bold and impactful logo that embodies the essence of the Apes brand. After thorough research of the streetwear movement, I conceptualized the brand name "Apes." This name was chosen to resonate with the urban community, reflecting their energetic and rebellious spirit. The name "Apes" embodies the strength, agility, and untamed nature of its target audience.
Launching Strategy
Following the preliminary research phase, we developed an advertising campaign for the launch of the Apes brand. Targeting urban individuals involved in BMX biking, graffiti, and skateboarding, the launch strategy was designed to captivate and engage this dynamic audience.
Given that Apes is a new brand entering the market, we decided on a guerrilla marketing campaign executed in two phases:
Phase 1
Intrigue and Curiosity
In the initial phase, the campaign aimed to provoke intrigue and curiosity among consumers about what Apes is, without revealing any specific information about the brand. This approach was intended to generate buzz and build anticipation, ensuring that the target audience was eager to learn more about Apes.
To achieve this, we used guerrilla-type advertising by placing unique, fun, and intriguing stickers in locations frequented by our target consumers. These stickers were designed to spark curiosity and drive people to the Apes website. This phase was supplemented by a social media campaign that further fueled curiosity and guided potential customers to subscribe for exclusive access before the official launch. By the end of this phase, curiosity would reach a high point, positioning the brand for a successful launch.
Phase 2
Exclusive Pre-launch and Official Launch
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